The Advertising Budget: The Advertiser's Guide to Budget DeterminationNTC Publications for the Institute of Practitioners in Advertising, 1989 - Business & Economics - 276 pages |
Contents
How to Use This Book | 3 |
Advertising Effects on Your Brand | 21 |
Price and promotions | 31 |
Copyright | |
15 other sections not shown
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Common terms and phrases
achieve activities actual adspend advertising budget allocation allowance alter amount analysis Association average better brand calculated campaign changes Chapter compared competitive competitors consider consumer contribution cost decide decision determine direct discussed distribution effects elasticity estimated evaluation example expected experience exposures fact Figure fixed forecast give given growth higher important improve increase larger less long-term look manufacturers margin means measured method million Note objectives particular position possible problem profit promotion proportion purchase question ratio reasons recommended reduced regions relative response retailers share of market share of voice short-term sometimes spend spent suggested survey Table task term trade unit usually volume weight